About the project
For the better part of a decade, the Library's visual identity included a mix of its official logo and alternative treatments used in marketing materials -- none of which were serving the needs of modern communications or accurately reflecting the institution's brand. Around 2020, Library leadership began considering a rebrand effort; I started the process by researching Library history, conducting a review of all current assets and materials, identifying opportunities for brand enhancement, and addressing organizational and operational challenges that had previously made it difficult to attempt a Library rebrand.
Below are samples of the various disparate marks that were being used at the time.
Research and History
As an early step in re-envisioning the Library's identity, I developed a series of graphic profiles of design treatments that were in use throughout KCPL (several of which I'd introduced during my time as Art Director). This helped to identify potential assets and elements that were already recognizable to patrons, were proven to be effective, and could potentially carry over into a new design system.
When researching the history of the Library's brand throughout its long history, I was lucky to have access to KCPL's own Missouri Valley Special Collections. Working with the team of historians and librarians, we dug up a number of samples of branded materials from over the years -- an exercise that was fascinating and fun.
Brand Refresh Approach
These were the guiding principles I had for developing a new logo mark and identity system for the Library:
> Stake a claim as Kansas City's public library of note. Visually, the way this was executed was by taking the well-known "KC" abbreviation and incorporating a graphic nod to the Library's most traditional and iconic service: access to books. The Library was already colloquially referred to as KC Library by many patrons, plus @kclibrary was our social media handle, so making the KC prominent within a new brand seemed to be a natural framing for the project.
> Adopt a public appearance that reflects the institution's expertise, energy, and relevance. Creating visuals that were approachable and accessible were also important, considering the wide array of people the Library serves. Visuals should set expectations for a high-quality experience, no matter what way a patron interacts with the Library.
> Create a brand ecosystem that is contemporary, flexible, and cohesive. One of the challenges for the Library is that it consists of ten physical locations and has myriad programs and services that often have their own sub-identities. Elements that can be applied to any Library branch or service help reinforce the connection to the primary KCPL brand.
The proposed identity mark is a mix of KC and a stylized book element.
The Library also had a number of various taglines that had been in use, leading to a bit of a slogan smorgasboard: "Building a Community of Readers," "Knowledge for All," "A Doorway to Knowledge." To better align with the modern idea of libraries as places of empowerment that provide access to information and resources that help people realize their personal or professional goals, I proposed "Opportunity Unbound" as the new brand tagline. (The "unbound" retaining a bookish reference and reinforcing the idea that the Library is more than simply a place to borrow books.)
Brand Concept in Action
Below are a number of examples of how my brand concept would be applied to a variety of Library materials, communications, advertising, and experiences. While this approach was never implemented, the discovery and research work set a strong foundation for future branding work and identified many needs and considerations. And personally, it was satisfying to develop a fresh and energetic identity for a vital community institution and think about all the ways it could help engage patrons and other audiences and further the Library's mission to provide all people with access to information and opportunity.
